By Kristina Bartold-Sorgota
It's easy for business owners to get caught up in the numbers game, obsessing over follower counts and engagement metrics. However, as a social media expert and the CEO and Co-Founder of social media and podcasting agency The Social Snippet, I've learned that the real secret to success on social media lies in building a strong online community. It's not about posting and ghosting; it's about nurturing relationships with your followers, engaging with their content, and adding value so that you become the go-to person when they're ready to make a purchasing decision. Let's dive into why community matters more than followers and how you can cultivate a thriving digital community.
The Algorithm: Friend, Not Foe
Many business owners view the algorithm as this mysterious force that works against them. When a post underperforms, it's tempting to blame the algorithm. However, understanding that the algorithm aims to show your content to the most relevant audience can shift your perspective. The key is to create content that resonates with your ideal clients, optimizing your profile for clarity and searchability, and ultimately breaking through any algorithm woes.
Optimizing Your Profile for Community Building
The foundation of building a community starts with your profile. When potential followers land on your page, you have just a few seconds to make an impression. Here's how you can make those seconds count:
Clear and Searchable Username: Your username should be easily searchable and reflective of your business or personal brand. Avoid unnecessary characters or complex spellings that might make it difficult for people to find you.
Search-Friendly Display Name: Think about what your ideal clients would search for when trying to locate services or products like yours. If you offer social media marketing services, include that in your display name to increase discoverability.
Memorable Profile Photo: Use a clear, recognizable photo that represents your brand. Whether it’s your logo or a professional headshot, consistency is key.
Engaging Bio: Your bio should succinctly explain who you are, what you do, and how you help your audience. Include a call-to-action and a link to your most important offerings or content.
Pinned Posts: Utilize pinned posts to introduce new visitors to your services or showcase your most valuable content. This can serve as a quick guide to what your page is about and how followers can engage with you.
Knowing Your Ideal Client
Getting clear on your ideal client is essential. Understand their needs, challenges, and the type of content they may resonate with. This knowledge allows you to create content that speaks directly to them, adding value in a way that builds trust and loyalty.
Creating Valuable Content
Value-driven content is the cornerstone of a strong community. Here are a few tips to ensure your content resonates:
Educational and Entertaining Content: While educational content is vital, don't underestimate the power of entertainment. Mixing tutorials with behind-the-scenes glimpses or day-in-the-life posts can keep your audience engaged.
Speak Their Language: Avoid industry jargon that might confuse your audience. Use simple, relatable language that your ideal clients can easily understand.
Focus on Authenticity: Authenticity is more appealing than perfection. Share real, unpolished moments and be transparent about your journey. According to a 2024 survey conducted by Hootsuite, 56% of consumers think brands need to be more relatable. This relatability builds a deeper connection with your audience.
Engaging with Your Community
Engagement is a two-way street. It's not enough to post content and disappear. Here’s how to foster real connections:
Comment and Respond: Engage with your followers by responding to their comments and questions. Show them that you value their input and appreciate their support.
Engage with Their Content: Spend time liking, commenting, and sharing content from your community members. This not only shows support but also increases your visibility.
Host Live Sessions: Live sessions are a great way to interact with your audience in real-time. Use these sessions to answer questions, share insights, and foster a sense of community.
Cross-Pollination and Collaboration
Collaborating with other businesses or influencers who share your target audience can significantly expand your reach. Here’s how:
Identify Power Partners: Look for businesses that complement, rather than compete with, yours. For instance, a social media manager might partner with a web designer.
Collaborative Content: Host joint live sessions, co-create content, or feature each other in posts. This introduces your community to new, valuable resources and vice versa.
Measuring Your Success
Regularly reviewing your analytics is crucial to understanding what works and what doesn’t. In fact, according to a Sprout Social poll, 85% of executives believe that social data will become a primary source of business intelligence over the next few years. So, track your engagement metrics, identify top-performing content, and adjust your strategy accordingly. Remember, not every post will be a hit, but each one provides valuable insights that extend beyond social media.
The Power of Relationships
At the end of the day, social media is meant to be social (shocker, right?). So, building a community based on trust, engagement, and genuine relationships will always outperform a large but disconnected follower count. A study by Deloitte found that 78% of consumers were more likely to remember companies that exhibit a strong purpose. By focusing on adding value, being authentic, and actively engaging with your audience, you position yourself as a trusted resource, ensuring that you are the first person they think of when they need the services you offer.
If I could leave you with one key piece of advice, it would be this: Don't get caught up in the follower count. Instead, focus on cultivating a community of engaged, loyal followers who view you as a valuable and trusted part of their lives. This approach not only strengthens your social media presence but also drives meaningful business results offline, too.